Gucci’s new ‘Made in China’ sneaker models break with Italian tradition
The luxury brand says a Chinese partner provided the technical know-how for two new models as it tries to win back shoppers.
- Gucci began selling new luxury sneakers labelled "Made in China" on September 24, marking a departure from its Italian manufacturing tradition as the brand races to regain middle-class shoppers.
- In a statement, Gucci said Italy would "always be at the heart of Gucci's manufacturing model and identity" but explained the Drip sneaker's technical design requirements necessitated Chinese production, aligning with past partnerships for watches and eyewear.
- Retailing at around €800 in Europe and $1,000 in the United States, Creative Director Demna's laceless Drip sneaker is part of the Primavera collection, alongside a leather slip-on model also marked "Made in China."
- Berenberg analysts warned the shift creates "potential tension" between provenance and luxury positioning, while Barclays analyst Carole Madjo noted price cuts surprised investors now scrutinizing moves affecting brand perception.
- Following three years of declining sales, parent firm Kering and CEO Luca de Meo pursue a turnaround for the flagship brand, with Demna set to unveil his latest collection in Milan on Friday.
11 Articles
11 Articles
The Independent
The Independent (US)Gucci breaks from tradition with new ‘Made in China’ sneaker line
Gucci said that Italy would ‘always be at the heart of Gucci's manufacturing model and identity’
Gucci began to market new models of luxury tennis with the label "Made in China" (made in China), a break with its Italian manufacturing tradition that, according to some analysts in the sector, can damage the brand's high standard image. Exclusive material for subscribers. To have full access, access the link of the material and register.
Gucci’s new ‘Made in China’ sneaker models break with Italian tradition
Gucci has begun selling new luxury sneaker models labeled “Made in China,” a break with its Italian manufacturing tradition that some industry watchers say could undermine the brand’s high-end image as it races to win back middle-class shoppers.
Gucci Turns to China for New Luxury Sneakers
Paris, 24 September, (Brussels Morning Newspaper) – Gucci has begun selling new luxury sneakers manufactured in China, marking a departure from the Italian production traditionally associated with the fashion house. The Gucci China sneakers include the futuristic Drip, …
Gucci sells two new sneakers produced in China while Kering works on the relaunch of the house and its positioning in luxury L'articolo Gucci breaks with the Italian production tradition: Demna's new sneakers are Made in China is taken from Forbes Italia.
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